Empower - Archetypes - Flipbook - Page 16
2- T HE LOVER BRAND ARCHETYPE
The Lover brand archetype personifies the relationship one has with their
work, their life or, more importantly, the product they are selling.
Businesses that embody this brand archetype are connoisseurs, team
builders, enthusiasts, and most often hedonists.
They’re business owners who genuinely love their products, and want
their customers to have the best of everything (with some magic
sprinkled on top of it).
The Lover’s motto - I have eyes only for you - sums it up.
Lovers are all about human love, friendship, spiritual love and romantic
love. They yearn for intimacy and sensual pleasures and their greatest
fear includes being left out.
Perfume brands often embody the Lover,
which is clearly visible from their sensual
and hedonistic commercials that evoke a
variety of pleasant feelings.
Brands that add beauty and sensual appeal in everything they produce are the
ones who will find the Lover brand as natural as slipping on a silk gown.
Often, the Lover fits brands such as:
• Fashion (Chanel, Victoria’s Secret)
• Perfume (Lancome)
• Jewelry (Tiffany)
• Food (Haagen-Dasz ice cream)
• Cosmetics (YSL Beauty)
Even Alfa Romeo, the company behind some of the sleekest, most
modern car designs, embodies the Lover archetype.
In popular culture, you don’t have to look any further from Marilyn Monroe’s
iconic style and panache. She’s the embodiment of the Lover archetype.
It’s all about love, even on social media and
in social media copy.
WHAT ARE THE 12 MAJOR BRAND ARCHETYPES?
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